This document discusses social media and the rise of fake news. It provides examples of different types of fake news and misleading information. It discusses why the spread of misinformation is problematic as it undermines trust. The document then offers some tips on how to be more skeptical of information found online and encourages people to verify news from multiple sources. It also provides several case studies of successful social media marketing campaigns, including Always' "#LikeAGirl" campaign and O2's response to an outage, highlighting best practices around building brands and responding to crises online.

1. SOCIAL MEDIA
1. The rise of fake news
2. How to build a brand in a post-truth era
3. Powering your start-up
G i r i s h B a l a c h a n d r a n
@ G i r i s h a m 1
g i r i s h @ o n p u r p o s e c o n s u l t i n g . c o m SOAS
March 7, 2017

2. “IT MUST BE TRUE
I’VE SEEN THAT CLAIM SEVERAL TIMES TODAY”
S o c i a l M e d i a & T h e R i s e o f F a k e N e w s
G i r i s h B a l a c h a n d r a n
@ G i r i s h a m 1
SOAS
March 7, 2017

3. Example 1 Authentic material used in the wrong context

4. Example 2 Fact-free information

5. This one may actually be true!

6. Example 3 Fake information

7. Example 4 Myths presented as facts
http://www.snopes.com/cokelore/tooth.asp

8. Example 5
MISLEADING
INFORMATION

9. THE
HAS BEGUN
INFORMATION WAR

10. Why should we care?
Breakdown of trust. Propaganda
and emotions are shaping
opinions, not fact
Business will become
less bold, less brave
Brands will need to take a stand,
now more than ever

11. What’s made this post-truth era a reality?
HYPER-CONNECTIVITY DELUGE OF CONTENT PEOPLE PREFER STORIES
OVER FACTS

12. What can we do?
BE
POSITIVELY
SKEPTICAL
Always read the label – which means check the source, question headlines that make declarative statements,
look for the story to be validated or confirmed elsewhere – David Gallagher, President Omnicom Group
People on Facebook should use the 'Report' functionality to report content that violates our community
standards – Facebook

13. HOW TO
IN AN ERA OF
ALTERNATIVE
FACTS?
BUILD A

14. Case study 1:
#LikeAGirl

15. From a rational proposition to an emotional one
#LikeAGirl

16. FINDING AN
ENEMY

17. The idea and creative work

18. Getting
#LikeAGirl
Out In The World

19. WHAT WE DID
AND WHY?

20. THE CULTURAL IMPACT
WHY IT MATTERED

21. How we measured success
Drive relevance with an
emotional connection to Always
Drive popularity through
top of mind awareness
Increase
penetration
Create cultural
change
01
02
03
04

22. THE
RESULTS
01
02
03
04
05
90m+ views; number two viral video
globally1
1100+ earned-media placements and
4.4bn+ media impressions in the first
three months
Always Twitter followers tripled in the first
three months; Always YouTube Channel
subscribers grew 4339%
177,000 #LikeAGirl tweets in the first three
months, including many celebrities
Higher-than-average lift in brand preference; claimed purchase
intent grew more than 50% among our target
IN A STUDY CONDUCTED
IN DECEMBER 2014,
almost 70% of women and 60% of
men claimed that "The video
changed my perception of the
phrase 'like a girl'".

23. Take
Case study 2:
Vote Leave:
Control

24. What Vote Leave
Did So Well

25. #BlackFriday
Campaign
Case study 3:
Sears

26. #TwitStorm –
O2
Case study 4:
Calming a
http://www.wired.co.uk/news/archive/2012-07/17/o2-outage-social-
media-masterclass

27. #TwitStorm –
O2
#SocialMedia
Win
Case study 4:
Calming a
BEING DIRECT
Customer (@gay_platform): "@O2 We're still waiting
for that apology.. or maybe they texted me and I can't
see the message because my phone DIDN'T WORK"
O2 response: "@gay_platform Firstly, here are
our deepest apologies. Network should be back
up and running for you. How's your service?"

28. #TwitStorm –
O2
#SocialMedia
Win
Case study 4:
Calming a
PERSONALISATION
Customer (@24vend_Ltd): "@O2 had to travel to
Italy to get signal -- desperate times!!!"
O2 response: "You can come back now. We're
back in business :)"

29. #TwitStorm –
O2
#SocialMedia
Win
Case study 4:
Calming a
FIREFIGHTING
Customer (@MrJeb): "Oi! O2! Because of you I
missed a call from my dear old mum. For that I think I
owe you a pint. Ta! :)"
O2 response: "Um... you're welcome, we think.
But if your mum asks, we'll totally deny this tweet"

30. #TwitStorm –
O2
#SocialMedia
Win
Case study 4:
Calming a
RISING ABOVE IT
Customer (@grahamcummings7): "@O2 F**K You!
Suck d**k in hell"
O2 response: " Maybe later, got tweets to send"

31. #TwitStorm –
O2
#SocialMedia
Win
Case study 4:
Calming a
BEING GRACIOUS
Customer (@Beckyyyy123): "Whoever is tweeting for
@O2 deserves some sort of giant cake"
O2 response: "If it's a giant, Jaffa Cake, I'm in"
Customer (@Beckyyyy123): "@O2 your wish is
my command"
O2 response: "Awesomes! Sorry about the kamikaze
comma in the last tweet. Finger s are numb."

32. #TwitStorm –
O2
#SocialMedia
Win
Case study 4:
Calming a

33. Lessons Learnt
Crisis planning begins with
proactively building a reputation
Just because you’re ignoring social media
doesn’t mean social media is ignoring you
In a crisis? Be human in your response
01
02
03

34. Social Media &
Community Building

35. Step : 1
CREATE YOUR SOCIAL MEDIA STRATEGY BEFORE CREATING SOCIAL MEDIA PROFILES

36. Step : 2
Choose the right social networks for your business

37. Step : 3
Save money on customer service by using social media

38. Step : 4
Expand by recruiting new team members on social

39. Step : 5
Build an online community of brand ambassadors

40. Step : 6
Evaluate your social media strategy regularly

41. Step : 7
Don’t be afraid
to experiment

42. HOW WE
GOT HERE?

43. Marketing to tribes
AND THE POWER OF MOVEMENTS

44. The Power Shift:
FROM SELLERS TO BUYERS
THE WEB
SEARCH
CUSTOMER REVIEWS &
USER GENERATED CONTENT

45. Scarcity & Abundance:
The Trade-Off

46. CEO
Entrepreneur
CEO of a Fortune 500 Company
Crisis Consultant
Not Sure Yet
HR Manager
Start-up
CSR
SustainableGrowth
Transaction Advisory Services
Strategy Consultant
HR Director in a high-end fashion company
WHY YOU
SHOULD
CARE?

47. Top tips
for a career in marketing
Read 1 international
newspaper/site every day
Have a point of view on the
future of something
Travel and try and live at least a year of your life away from your
home country before attempting to move for a job

48. RESOURCE
Fake News: It’s Complicated
Seven Essential Social Media
Strategies for Startups
Vote Leave